Kansas City Chiefs and Engelbert Strauss have partnered in making the workwear manufacturer and retailer the team’s first multi-year partner in Germany.

The deal – which is part of the NFL’s International Home Marketing Area (IHMA) rights programme – designates Englebert Strauss the official workwear of the Chiefs in Germany and also as an official regional partner.

Chiefs President, Mark Donovan, said: “We would like to welcome Engelbert Strauss to Chiefs Kingdom and are thrilled to have them joining us as our first multi-year partner in Germany.

“Engelbert Strauss is a family-run company who has focused on craftsmanship for more than 70 years, who knows and understands their core consumer and their needs, and who has an appreciation for innovation and sustainability. We look forward to working with them as we continue to grow our brand and fanbase in Germany.”

The Hesse-based firm has been provided with Chiefs’ IP for marketing and advertising purposes, digital and social media assets on the club’s owned and operated German platforms, ‘experiential’ opportunities, as well as access to NFL Germany games and hospitality opportunities.

“Football is fascinating more and more German sports fans,” added Engelbert Strauss, CEO and Brand Head, Henning Strauss. “We are delighted that Strauss will be part of this electrifying atmosphere from now on. Football is Family, Strauss is Family – it fits.”

The company will also receive several benefits specific to the Chiefs upcoming 2023 Germany game, including tickets, hospitality packages, VIP experiences, as well as activation opportunities around the game. 

Engelbert Strauss also has the right to create a co-branded workwear collection and products using the visual identity of the Kansas City Chiefs.

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